The paper intends to discuss the influence of consumption value on the purchase intention of tourism cultural and creative products. Through literature research, based on consumption value theory, this paper constructs a research model of purchase intention of tourism cultural and creative products and puts forward research hypotheses, design questionnaires with reference to domestic and foreign mature scales, distributes and collects interviewee information, and uses the second-generation technology of structural equation modeling (SEM) -Partial Least Squares (PLS) to count data and test models.Taking Ningxia tourism cultural and creative product design as an example, the research results are designed and applied .The study found that cognitive value has the greatest impact on consumers' purchase intention, followed by conditioned value and emotional value, while functional value and social value have no significant impact on purchase intention, indicating that in the design of tourism cultural creative products, the features of product connotation, interactive experience, and emotionalization should be paid attention to improving consumers' purchase intention. This research enriches the theoretical research on the design of tourism cultural creative products from the perspective of consumption value, and provides a theoretical basis for the design and development of tourism cultural creative products.